Friday, February 3, 2012

The 30-second Metlife Super Bowl ad will feature the Peanuts characters and dozens of other celebrities never before seen on TV together. Dozens? How is Metlife packing dozens of celebrities into a 30 second ad? This will be interesting. Metlife is advertising with the Peanuts since the 80s.

The MetLife Super Bowl commercial is titled "Everyone." The new ad delivers the empowering message that everyone, everywhere, should have access to the financial security they need.

MetLife is using the big game as a high-profile springboard to launch new national advertising. With the tagline “MetLife: I Can Do This,” the campaign empowers and inspires consumers to act on their own best intentions, and demonstrates that getting insurance doesn’t have to be as complicated, costly or time-consuming as people assume.

“At MetLife, we believe in empowering consumers to protect themselves financially,” said Steven A. Kandarian, Chairman, President and CEO of MetLife. “Our campaign highlights the steps we’ve taken to make the insurance-buying process simpler, faster, more affordable, and easier to understand.”

Beth Hirschhorn, MetLife’s Executive Vice President and Chief Marketing Officer, said, “We want everyone to believe they can do it. With the new campaign, we’re going to be showing consumers that MetLife is the company making financial security achievable.”

The advertising agency behind the new campaign is MetLife’s agency of record, Crispin Porter + Bogusky. The agency developed the campaign concept and creative content, as well as marketing and advertising executions.

The campaign will continue with another 30-second anthemic spot, "Piano," airing later in February. A social media campaign featuring characters from the "Everyone" spot will run before, during and after the game on Facebook. An additional three TV spots will launch starting in late February, each touching on the different themes supporting MetLife’s term-life insurance products. Print and digital elements will also support the launch.